The Product Page Optimization Playbook

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For e-commerce retailers, product pages are where sales are won or lost. You have invested heavily in getting people to your website, so why not make sure they have the most enjoyable experience possible? Product pages should reduce distraction, create a sense of urgency for the buyer and provide every answer that potential customer has about the product.

We went through hundreds of product pages to show you what tactics successful e-commerce retailers are using to optimize their product page.


Use High-Resolution Photos

This may sound like a no-brainer to you, but too many retailers are still using low-quality photos on their product pages. As a retailer, you want to showcase the product and all of its beauty. A large, high-res photo simulates an offline shopping feeling for the potential customer. Including multiple angles of the product prompts the user to interact with the product.

A study by Oracle showed that 37% of online shoppers want detailed visual product information. According to a Forbes study, 50% of online shoppers say that large, high-quality product images are more important in their buying decisions than product information.

The O’Jays said it best: You have to give the people what they want!

Savvy Watch

savvy watch

 Use large images to show every detail of the product

Allen Edmonds

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Allen Edmonds shows multiple angles of the product 

Unique Lighting Designs

Allow users to zoom in on a photo by hovering over the image

A zoom feature will be far more effective using high-quality images. Shoppers should be able to view every detail of the product before they buy.

Instead of filling your product page with clutter, fill it with a big photo to minimize distraction. Sometimes a user needs a little more information than a photo can provide. How detailed are the product descriptions on your e-commerce store?


Include Detailed Product Information 

Product descriptions are your chance to break down specifications and talk about what your product can do. Creating an excellent product description is an art form. The description needs to be informative and concise. Unorganized text makes it harder for a potential customer to find the information they are seeking.

Amazon

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Bullet points help un-clutter text and neatly list the information about the product

J. Peterman

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Show your personality in the description!

Product descriptions need to also include SEO keywords to help potential customers find you. Use the Google Keyword Tool to identify popular and relevant terms that need to be included on the product page. Product keywords need to be in the title and in the meta description. Placing keywords in alt tags on product images also helps inform the search engine what is on your page.

The product description should make the customer feel comfortable and informed about the product. A good way to do this is to include a video description of the product. This adds a personal touch to your product page.

Shades Daddy 

 

Adding a video or 360-image is an interactive way for the shopper learn about the product.
Implementing a detailed product description along with an interactive video or image is a sure-fire way to increase conversion and win comparison shoppers over.

Use Trust Signals

Trust is a major factor when a shopper is choosing where to buy. Your store may have a great reputation, but are you showcasing that reputation and using it to help you sell? Reviews and security seals are a great way to show how happy your customers are.

Most people, like me, want to hear what other shoppers experience when buying from the same place. However, getting the reviews may be difficult. Companies like Yotpo help collect reviews from your converted customers.

Presenting the reviews in a clean, organized way is equally important

Pet Pro Supply Company

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Pro Pet Supply Co. has all of their badges displayed neatly and in plain view in multiple places.

Most product pages have the review section below the product information and photo, causing a shopper to scroll down and leave the ‘add to cart’ button at the top of the page. Here are two examples of how companies are solving this problem.

Beard Brand

Whether you click or scroll, the add to cart button is still on screen
Smart Furniture’s ‘add to cart’ button stays on screen at the top of the page while the user scrolls

Both of these methods allow the customer to easily add the product to their cart directly from the review section. Reviews are an important way to show off your great customer service abilities. To further gain the trust of your visitor, add trust logos to your product page.

In this study by Actual Insights, they discovered just how important trust logos are:

I set out to ask a few additional questions after the Usabilla part of the test was complete. Now, I would like to re-iterate that this is in no way a scientifically approach research project. The results of the following questions do give some food for thought though. One questions that arises is… how much potential income are you missing out on by using less recognizable trust logos?

Question 1

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Ok, so it is clear that trust logos have an effect… but then again, we knew this already. Just checking…

Question 2

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Interesting. According to 2/3 of the participants trust logo recognition has an added affect to their sense of trust.

Questions 3

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Ok, again another verification of the affects of the presence of trust logos. 61% of participants said that they have at one time NOT completed a purchase because there were no trust logos present.

Trust logos are clearly a major influence on online shoppers. So which trust logos are the most trustworthy?

Baymard

Baymard surveyed over 1,000 people to discover which badges earn the most trust:

Norton was shown to be the seal which gave customers the best sense of trust when purchasing online with ~36% of the votes. McAfee is a clear second with ~23%. The TRUSTe and BBB Accredited seals are at a tie for the third and fourth place, both with ~13%. Thawte comes in fifth (making it the second best SSL seal). Finally, Trustwave, GeoTrust, and Comodo, share 6th, 7th, and 8th place at ~3%.

A visitor has no reason to trust your website when they first arrive. These little badges can instantly assure them you run a great online store.


Create Persuasive Calls-To-Action

A good call-to-action doesn’t just tell store visitors exactly where to go and what to do. It makes them want to buy the product.

Creating a well-crafted call-to-action takes time and data collection. Use heat maps from Crazy Egg to see what visitors are clicking on and what you should change. Heatmaps are a great way to optimize button placement and cut out clutter from your product page. Call-to-actions should imply urgency and provoke the buyer to make a choice. Some companies have increased sales by 332% using urgent calls-to-action.

Nothing creates urgency like FOMO. The Fear Of Missing Out.

That’s why you should also show your item stock. CTA’s like “Only 1 remaining” will prompt the visitor to make the purchase now, thus avoiding FOMO.

Amazon 

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Amazon provokes shoppers to buy immediately by limiting deals based on time and stock availability. 

Creating urgency can only increase sales so much. The number 1 reason online shoppers will make a purchase is price.

Everyone likes getting a good deal. Having options like price match, free shipping, discount codes and make an offer make potential customers feel like they are getting a bargain.

Salt Water Aquarium

SWA

This page causes urgency via scarcity and also allows price negotiation for the product.
 
Creating a reward system (Like Salwater Aquarium above) is also a great way to turn a one-time buyer into a lifelong customer. If a shopper feels like they are getting a deal, they will keep coming back.

Creative and well-designed calls-to-action can nudge the shopper in the right direction (towards the billing page), but cart abandonment can and will still happen.


Stop Cart Abandonment Before It Begins

The moment of truth has come. Your visitor is ready to make a purchase. The product has been added to the cart and then….poof, they leave your store.

In 2015, nearly 69% of all e-commerce visitors abandon their shopping cart.

“So how can I stop this from happening?” There are several factors that can cause someone to abruptly leave a checkout page.

According to Statista, these are the factors contributing to cart abandonment:
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No one wants to be surprised by a price increase.

56% of shoppers left because they were presented with unexpected charges after adding a product to the cart.

Be honest with your pricing and shipping costs up front. Inform the shopper how much the grand total will be before they move to the checkout page and have an unwanted surprise.

21% of shoppers abandoned the checkout page because the process was taking too long.

For most stores, it’s beneficial to lower the number of checkout steps a user goes through while making the transaction. Data from the top 100 online retailers shows the average number of checkout steps is 5. On Mobile, a 3-page checkout is the most popular. Finding the right number of checkout steps varies on the retailer and product.

One way retailers are fighting cart abandonment is with exit-intent offers. Exit-intent offers are activated when a user moves their mouse into the search bar. A pop-up will appear showing your final offer to the potential customer.

Govberg

On average, there is a 25% decrease in cart abandonment after implementing exit-intent technology 

Prompt your visitor towards a discount before they leave. 36% of users abandon the cart becuase they found a better price elsewhere. Implement exit-intent to decrease losing sales to comparison shoppers.

We know this doesn’t necessarily involve the product page but this is important! 

Offer guest checkout as an option for new customers.

checkout-as-guest

 30% of carts are abandoned when customers are asked to register before purchasing.

 Give potential customers an option not to register and keep them moving towards the billing page! Cart abandonment is going to happen, but if you implement some of these strategies you will notice a decrease in the number of times this happens.

Remember, a bad website will dramatically increase cart abandonment. That’s why it’s important to choose the right website builder. If you are just starting out, great resources are out there that can help you decide which platform to go with. Look into which platforms have the most options for customization so you can implement new strategies and technology down the line.


Conclusion

Creating the perfect product page for your company will take time. Collect every bit of data you can to try and optimize your page to be a conversion machine.

  • Use large, bright, high-quality photos to show off your product
  • Create detailed product descriptions using video and organized text layouts
  • Earn the shopper’s trust. Display trust badges on your product page.
  • Create enticing and persuasive call-to-action buttons to prompt users where to go and what to do.
  • Stop cart abandonment before it starts.

What strategies have you already implemented? Which one’s did we miss?

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